On December 14, the 15th China High end Home Appliance Trend Release and Red Summit Award Ceremony successfully concluded in Beijing. This ceremony is not only a platform for China's high-end home appliance competition, but also a cross-border ideological feast for the audience, which gathered leaders from home appliances, culture, art, sports and other sectors.
In the context of increasingly rich material life, people's pursuit of quality of life and taste is becoming more and more intense, which also provides more opportunities for household appliances. High end quality household appliances rise along the trend and grow steadily. According to the data of GFK Zhongyikang, at the quality consumer end, more than 10000 yuan Refrigerator More than 6000 yuan Washing machine The sales of high-end household appliances such as dishwashers above 8000 yuan and vacuum cleaners above 5000 yuan have increased year on year for three years.
The deep reason behind the rise of high-end household appliances consumption is the change of consumer groups and values. The 2023 Report on China's High end Household Appliances Market shows that consumers pay more attention to the happiness brought by life, pay more attention to families and treat individuals well, and have changed their thinking from hoarding goods to high-quality goods. As Yang Hao, the Athens Olympic champion and former member of the Chinese women's volleyball team, said at the Red Summit Round Table Forum, more emphasis is placed on the "specialty" and "excellence" of household appliances. "As long as the product is novel enough and has characteristics, consumers will have a choice".
At the same time, the trend of younger household appliances consumption is further highlighted, and more and more young people are willing to pay for high-end household appliances. In recent years, this "Generation Z" group, born between 1995 and 2009, has entered the workplace and family, becoming the main force of China's high-end consumer market. "I have more contact with young consumers. In addition to enjoying the basic functions of household appliances, Gen Z people pay more attention to the sense of happiness in the use process." Actor Mao Linlin said that products can be simpler and more direct, and consumers will be happier and more satisfied.
For Gen Z, in addition to functional value, the product also has experience value and social value. It is either necessary for life, can directly hit the pain point, and has high functional value, such as the magic weapon "dishwasher" and "floor washer" that can free hands. Or it is to express oneself, pursue personalized appearance and interesting soul, and improve experience value and social value, such as ROKI numbers with digital recipes Kitchen electricity Foldable laser television Etc.
In the face of consumption upgrading, each subdivision needs more high-quality products that can improve the taste of people's life to surprise consumers. Peng Min, the champion of the fifth season of China Poetry Conference, spoke on behalf of the "house" people. He said that the urban solitary group is very large, and they have a unique lifestyle. Laziness is one of its most distinctive characteristics, "Cubs" are known as representatives of the lazy economy, and what is happening now is that user demand has been upgraded from "efficiency lazy" in the past to "quality lazy" in order to better enjoy life.
Of course, the pursuit of a better life is not limited to young groups such as "Internet natives", and the demand for silver hair consumption is also rising. "My family has four generations in one house, and there are a wide range of household appliances. There are not only those that meet the simple needs of the elderly, but also those that meet the scientific and technological intelligence of the young." Wu Yuanxin, a master of Chinese arts and crafts and a national inheritor of intangible cultural heritage, said that how to find a balance between the needs of users of different ages puts forward higher requirements for the household appliance industry, He hopes to bring a better life to thousands of families through the practical functions of household appliances.
In fact, as a leader in the quality of life of Chinese household appliances, the award-winning products of the Red Top Awards are highly forward-looking, innovative and high-end leading in terms of technology, functionality and art, which enables people to further improve their quality of life. For example, Sony Quantum Dot OLED A95L TV with a new generation of quantum dot OLED screen technology and XR cognitive chip; Gather a number of hard core kitchen electronics technologies, and achieve the "twelve first" Fangtai integrated cooking center Y series in the kitchen electronics industry; Original microcrystalline fresh, pulse purification, PST+intelligent purification and other black technology in a beautiful microcrystalline taste fresh-keeping refrigerator; The Cygnet pure flat full embedded natural color washing and drying set equipped with blue oxygen color protection technology, 6D airflow drying and other innovative technologies
The tide of quality life has surged. However, consumers' pursuit of a better life is never stopped, just like the founder of the Red Top Award China Home Appliance Network Lv Shenghua, the chief editor, said that the pursuit of a better life, the need for better appliances, and a better material foundation are the basis for the Red Top Awards to continue to lead a quality life, as well as a very important foundation for the development of the household appliance industry. In the future, the Red Top Awards will continue to resonate with the needs of users, and will unswervingly be the driver of a better life.
